Time Consumer Marketing: People Vertical Gift Certificate
Time Consumer Marketing Inc.
ENTRY INFORMATION
Category: Publishing/EntertainmentCountry where program ran: USADate program started/ended: Tested in September 2008; Rolled as Ctrl in March 2009
Product Description: General interest celebrity/entertainment magazine
Advertiser/Client Name: Time Consumer Marketing Inc.Media Channels: DirectMail
STRATEGY
Marketplace Challenge:
The challenge was three-fold:
Increase subscription orders to People;
Present the Free Issue Mini-Subscription offer in a fresh way to attract new readers;
Beat a long-standing People Control (Blue Gift/Spa package) in order to combat fatigue.
Target audience: Consumer
Prospective People subscribers,...